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Lived experience is data too

Organizations have never had more data. Across almost every point in the customer journey, we can measure behavior with remarkable precision. Data is extraordinarily good at explaining the “what.” It is often much less good at explaining the “why.” That “why” often sits in lived experience: the knowledge that comes from experiencing a…

It doesn’t matter if your brand’s visual identity looks good

A century ago, some of the earliest examples of what we would now recognize as corporate identities were created by artists and craftspeople who spent years studying and practicing the applied arts and their environment. Constructing a good-looking visual identity came from developing craft, taste, and a point of view.

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